5.2 Refinement Cont.



Hunt, Madison. Refinements towards final. 18th Aug, 2017.


Based on the feedback from the second interim presentation, I have refined my two posters. The ‘dictionary’ poster did not need much work, apart from the type scale/meaning and the image scale/position. I had a few variations that I could them determine what works best. The woman ripping the page may not need to be there, the ripped pages could be enough to portray the emotion and objection towards the use of the words. I think that the words in the first variation were too much and it was hard to fit with the image without it feeling cramped. The meaning of the word “misogyny” is literally “hatred of women”. I thought that ‘misogyny defined’ would be a stronger headline that plays off the image. The body type makes the connection to New Zealand.

Misogyny Reference

The ‘dolls’ poster was difficult for people to understand, I had to make it less complicated while still keeping the Russian doll metaphor. Instead of using multiple animal labels, I decided to just use dog/bitch as I think it is the most frequently used derogatory term. My first poster development didn’t work out too well, the detachment of the dogs head felt odd with the woman (an illustration I used from my other posters). I also kept the headline almost the same, but the ‘beast’ changed to ‘bitch’.  I made the dog a solid instead of outlines and put it behind the women, this reinforced the inside-outside/layers of Russian dolls. This simplified version still contained a strong message, adding the collar shows that women are not animals and should not be objectified or devalued. That the language used is a core problem. I am now working in the smaller details, considering fundamental design principles and ihi/wehi.


Class Review

Continue to work on A2 format. Consider macro/ micro detailing – image, text meaning, type, kerning, rags, widows etc.


4.2 Refinement


examples of books used in posters

Working on my second poster. At first I was stuck on how to refine this one, having a book/dictionary that showed the language and also portray protest or disapproval of how theses words are used. I found that illustration was the easiest and quickest way I could see my concepts and determine if they could work. I think having a women dwarfed by the book would show how consumed woman are by the language and portrayal of them, it devalues them as there is no male equivalents. This inequality could also be referred to as casual or unconscious sexism. I am starting to look and the text I am going to use. I don’t think this poster will need much, maybe a short headline and a fact/statement.



4.2 Design Refinement


Looking at examples of posters with Russian dolls, I thought about how I would illustrate the animals within the shape and where a woman could be in relation to it. Making it look like they are not floating but the doll pieces are stacked and falling away to convey that a woman is more than the label/ derogatory term used against her. That language can confine and over power a woman’s potential and self esteem.



Class Review

We had a short lecture about the process of making our posters. Making iterations/ refinements and exploring a variety of different colours, styles, placement etc. and then printing them out to see what look/works best, this would be done by using thumbnails and cropping L’s. Also the words/text that could be used, nothing too obvious but gets the message across. After we have decided on the best development, then we would get into the micro aspects of refinement.


4.1 Type and Image

Words are powerful vessels for meaning in visual communication design, words can be used to emphasise, change, contrast, contradict, and /or question the meaning of the message conveyed in our images.

Poster Developments

After presenting my work I found that there was confusion and and mixed messages within my posters. The imagery was not quite conveying the idea of use of language. I was then advised to go back to my initial concept and strategies of the ‘dictionary’ and ‘Russian dolls’ I had set them aside because I was struggling to refine them, but in doing so drifted from my original aim. I should continue with the women not animal concept and explore different styles and illustrations.

Class Review

The lecture was on the relationship of word and image, how they work together to convey the concept by reinforcing, elaborating and emphasising. I found looking at the examples helpful because I got an idea of how I could make visual puns, use single words and manipulating the meaning, provoke the viewer and using type as an image itself. So far I think the concepts and head/tag lines are good, I just need to develop the posters visually. I still think there needs to be more emphasis on the rhetoric in my process. I also need to critique my work on its ihi and wehi.

When making my posters digitally I need to make then in the correct size (A2) so that when I go to print in smaller sizes I will still be able to get the same quality and able to look at it in its final form. properly. This should be done in InDesign and images made in photoshop or illustrator. Start to use grids in InDesign and type should be either made here or created as a vector first then transferred.


3.1 Further Research

Everyday Misogyny – subtly sexist words about females.

“Women are either equal to men, or they aren’t and language that goes unchallenged is one of the many ways we allow inequality to lurk around in the dusty corners of offices. There are huge and shocking implications for gender inequality worldwide. People die, are refused healthcare, or suffer attack as a result of gender. Faced with these atrocities it can feel petty to gently challenge the unequal use of the word ‘abrasive’ but the same system perpetuates both behaviours and it’s all based on the same flawed logic.” – Standard Issue Magazine

Violence Pyramid by Ashley Fairbanks | Sacraparental.com

Ban Bossy

When a little boy asserts himself, he’s called a “leader.” Yet when a little girl does the same, she risks being branded “bossy.” Words like bossy send a message: don’t raise your hand or speak up. Girls are called on less than boys and interrupted more.

This shows what sexist language can do, even at an early age.

VCD Precedents

Looking back at the precedents I have already gathered, I have decided to head towards using photographic imagery in collage to portray my issue. I would like the typography to complement the imagery but also show irony. This could include handwritten text, text overlapping imagery, or juxtaposition.

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3.1 Interim Presentation

Initial Concepts


Feedback was mostly good, I can understand where the viewer was coming from when trying to understand the issue. However, there was little constructive feedback. I think my ‘trophy’ and ‘animal stack’ (Russian dolls) were the more successful ones. I found it good to walk around and see what others had come up with  and ways in which I could push my own designs.



2.1 Ideation and Research


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This graph shows the reported personal discrimination in New Zealand. In all groups surveyed Women have the highest percentage.

Image from Stats NZ.


A report done by New Zealand Law Society shows that women face significant discrimination and harassment in the workplace. Women were “significantly more likely than men” to have experienced a range of types of discriminatory behaviour. This includes exclusion, denial of opportunities, being objectified, subtle forms of discrimination (sexual harassment/ condescending language), and conscious and unconscious bias.

  • Half of all women reported experiencing discrimination due to their gender. That compared with just over one in 10 men.
  • One in four women said they had experienced sexual harassment in their workplace.
  • Several women also indicated that the prevalence of men in senior positions presented cultural barriers to their own progression.
  • Women with children found it a challenge to further their career.

Unconscious Bias – is one of the biggest factors for gender diversity in the workplace. “Research shows that unconscious biases against women operate at all levels and impact women’s career choices and progression.”

In New Zealand Women are at risk because of Gender Discrimination. As NZ was the first country to give women the right to vote, women are now under-represented in positions of power and under-valued in their work. ‘Examples of sexist, demeaning and verbally, if not also physically violent behaviour towards women reach the news media with a frequency that is disturbing in a country that purports to be a leader in recognising the rights of women.’

The direction I have chosen to go down will be communicating the effects certain language/terms and representations of women are negative. This includes labels/ derogatory terms and treatment of women; either through media or everyday conversations.

Language and Gender – Media and Gender

Human Rights Commission

Using Your Rights: You may have been discriminated against if someone: makes offensive remarks or jokes about your race, colour, ethnicity or nationality at work; treats you differently at work because of your age, gender, or because of a disability; chooses whether or not to employ you for reasons like your age, gender, ethnicity; or bullies or sexually assaults you in the workplace.

Discrimination may also be unintentional. The person who is being offensive may be unaware of its effect, but they can still be held responsible. What is important is how the behaviour affects you or others.

The Human Rights Act protects you from being discriminated against by your employer at work. Discrimination includes being treated unfairly or less favourably than another person in the same or similar circumstances, because:

  • you are a woman
  • you are pregnant
  • you wish to have children in the future
  • you have responsibility for children or other dependants
  • you are married or single.

Even before you get a job, employers cannot discriminate against you because you are a woman and the same applies while in employment.

Sexual harassment is one of the the single most commonly complained about issue within the prohibited ground of sex. Sexual harassment is unwelcome or offensive sexual behaviour that is repeated or significant enough to have a harmful effect on you.

VCD Precedents

  1. This movie poster was created by Guerrilla Girls, an activist group that use facts, humor and outrageous visuals to expose gender and ethnic bias as well as corruption in politics, art, film, and pop culture. Satire is used to show what a movie would be like if it was a bout feminist history. It is humorous toward the way women are sexualised and portrayed in media.
  2. The second poster is about violence against women. It shows that women should not be treated like objects/ toys. The doll can also represent young girls or daughters. This could be showing to parents/ men that this behaviour can be interpreted as normal in a family, that it is ok to be treated like that. The doll also illustrates innocence and that pink dress emphasises the victimisation.


Class review

The lecture was a video on Abstraction, authenticity & interactivity by Christoph Nieman. We then did a series of exercises that helps us with ideation, representation and abstraction. Generating 10 thumbnails on our chosen subject with a random input ( a word that we had to use as inspiration) was difficult. I found it stressful to come up with a variety of ideas with a timeframe. I need to keep in mind that I don’t necessarily have to use the idea literally, I need to think outside the box and make the unfamiliar familiar.